What is Rebranding?
Rebranding is the process of changing the corporate image of an organization. It’s a market strategy of giving a new name, symbol, or change in design for an already-established brand. The idea behind rebranding is to create a different identity for a brand from its competitors in the marketplace.
Why Companies Rebrand
There are several reasons why companies choose to rebrand:
1. To refresh an outdated image
2. To recover from a PR crisis
3. To reflect a change in business direction
4. To differentiate from growing competition
5. To appeal to new markets
In Morocco, many traditional companies have undergone rebranding to appeal to younger, more digitally-connected audiences while maintaining their cultural heritage.
Types of Rebranding
Partial Rebranding
This involves making minor changes to a company’s image, such as updating the logo design or tweaking the color palette. Partial rebranding is less risky and less expensive than a complete overhaul.
Complete Rebranding
A complete rebranding involves changing everything from the company name to its values and target audience. This is often done when a company needs to distance itself from negative associations or when it has changed its business model significantly.
Successful Rebranding Examples in Morocco
Maroc Telecom’s evolution from a state-owned enterprise to a modern telecommunications company represents one of Morocco’s most successful rebranding stories. Their visual identity shift helped position them as an innovative, customer-focused company while retaining elements that Moroccan customers recognize and trust.
Similarly, Royal Air Maroc’s rebranding efforts have helped the airline appear more contemporary while emphasizing its role as Morocco’s ambassador to the world.
The Rebranding Process
Research & Analysis
Before making any changes, conduct thorough research to understand your current market position, customer perceptions, and competitors.
Define Your Strategy
Determine what aspects of your brand need changing and why. Set clear objectives for your rebranding effort.
Develop New Brand Elements
Create your new visual identity, messaging, and other brand elements that reflect your new direction.
Implementation
Roll out your new brand across all touchpoints, from your website and social media to packaging and office signage.
Communication
Inform stakeholders about your rebranding. Explain the reasons behind the change and how it benefits them.
Potential Risks of Rebranding
Rebranding isn’t without risks:
1. Customer confusion or alienation
2. Loss of brand recognition
3. High costs with uncertain ROI
4. Employee resistance to change
How to Minimize Rebranding Risks
To minimize risks, consider:
1. Involving customers in the rebranding process through surveys or focus groups
2. Phasing the rebrand gradually rather than all at once
3. Ensuring the new brand truly reflects your company’s values and vision
4. Communicating consistently throughout the process
When Not to Rebrand
Rebranding isn’t always the answer. It may be unnecessary if:
1. Your current brand is performing well
2. The issue is with products or services, not the brand itself
3. You haven’t fully established your current brand yet
4. You’re just bored with your current branding
Conclusion
Rebranding, when done thoughtfully, can breathe new life into your business and help you connect with new audiences. However, it requires careful planning, clear strategy, and consistent execution. For Moroccan businesses looking to modernize while honoring their heritage, rebranding offers an opportunity to showcase the perfect blend of tradition and innovation that makes the Moroccan market so unique.
